Optimizing for Google Discover | SMX Munich 2020
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Google Discover recommends content to users based on their interests by connecting relevant entities or profiles to users through their explicit and implicit signals. Discover uses a user's interests in conjunction with how frequently those interests appear in recent content to determine which articles to recommend. Discover aims to show uncommon or rarely mentioned content about entities the user is interested in.
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Optimizing for Google Discover | SMX Munich 2020
- 1. 1
- 2. 2 The many faces of Google Discover Valentin Pletzer | SMX Munich 2020 Android Web (U.S. only) iOS
- 3. 3 Discover recommends content based on the users interests. Entities-profiles connect relevant content to the users.
- 4. 4 Properties of a (named) entity Valentin Pletzer | SMX Munich 2020 Strings of things 1. can be abstract (e.g. love or economy) or have a physical existence (a person, a product, a place, an event …) 2. have the same ID in every language: /m/0gfps3 => Economy, Wirtschaft, Economía 3. combine different keywords into one concept: Catherine, Duchess of Cambridge ó kate ó kate middleton
- 5. 5 How interests connect to the user Valentin Pletzer | SMX Munich 2020 Following entities explicitly and implicitly • Push „follow“ in search results and Discover • Select more or less of something • Click and consume something on Discover • Search something on Google or YouTube
- 6. 6 A users Discover profile Valentin Pletzer | SMX Munich 2020 The part Google shows us Your interests https://www.google.com /preferences/interests/yourinterests My Activity https://myactivity.google.com /myactivity
- 7. 7 How Discover works Valentin Pletzer | SMX Munich 2020 Possible ranking factors according to Patent US 9,679,018 B1 • user interests in conjunction with the frequency of those interests in a set of recent documents • documents that are about entities of interest that are rarely mentioned • interesting news articles with uncommon subject matter
- 8. 8 Some more observations Valentin Pletzer | SMX Munich 2020 Stuff you might want to know • Every user sees a completely different feed • Most (if not all) content is newly published • Most (if not all) videos are YouTube videos • keywords not needed in headline (but on page) • Discover might send traffic to completly different articles • uses the same technology as full coverage in Google News (Google Blog)
- 9. 9 Hidden in plain sight Valentin Pletzer | SMX Munich 2020 Discover Card Categories • WEBKICK_STORY_GENERAL • RECENTLY_FOLLOWED_INJECTION_HERO_STORY • WEBKICK_STORY_LOCAL_PERSONALIZED • WEBKICK_STORY_LOCAL_UNPERSONALIZED • BROAD_INTEREST_STORIES_MID_PERSONALIZED • WEBSITE_UPDATE • CORE_PANOPTIC_STORY • WEBKICK_SWELL_STORY • FRESH_VIDEO • … https://bit.ly/32llFbE
- 10. 10 BEST PRACTISES • images at least 1200px wide • max-image-preview: large • fascinating images • AMP (or fill out a form) • use schema.org • publish date • write enticing teasers
- 11. 11 Possibilities and limits Valentin Pletzer | SMX Munich 2020 Mileage may vary – depending on your device • title-length about 100 characters (3 lines) • description around 155 characters (2 lines) • 16:9 aspect ratio for hero images • Bonus: try white to simulate transparency
- 12. 12 How to monitor Discover performance Valentin Pletzer | SMX Munich 2020 Google Search Console & Analytics Real-time Discover performance report Look at the full referrer
- 13. 13 Discover traffic sustainability Valentin Pletzer | SMX Munich 2020 normalized data day-3 day-2 day-1 Peak day+1 day+2 day+3 Average Median • Discover sends traffic for about 24 hours • no longer than 3 days • Daily traffic from Discover may vary wildly
- 14. 14 Recommendations Valentin Pletzer | SMX Munich 2020 How to find topics to write about 1. Analyze your GSC Discover performance report 2. Focus on your topics your users expect from you 3. Use Google Trends to find trending topics 4. Take a cue from your social network hits
- 15. 15 Next Valentin Pletzer | SMX Munich 2020 Prediction on what‘s coming • Google News in Discover • More evergreen content • Ads • Products
- 16. 16 Thank you! Valentin Pletzer | SMX Munich 2020 Questions? Valentin Pletzer Head of SEO @ BurdaForward / FOCUS Online https://valentin.app/ https://twitter.com/VorticonCmdr https://g.co/kgs/qRoGdn